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GA Partners offers a commission based on percentage of player deposits and re-deposits rather than the more common percentage of net win. What was the rationale for instituting this model?
It' quite simple. As you say, most people offer the percentage of net win and for affiliates of all sizes there are times when they can get "wiped out" by a big winner. We've eliminated that as a factor, it's no secret that in the future that we may increase our portfolio of brands and go with the "net win" option but there will always be the deposit percentage option.

How do the mechanics of the deposit-based commissions work? For example, is there a clearance period before a deposit is counted, to protect against chargebacks?
It's really simple. It's a percentage of deposits and re-deposits with no other variables in the equation. The rate is 50% for the first three months and goes to 25-35% thereafter.

The only time when an affiliate will experience any negative aspect to their earnings is when a chargeback occurs. If a player makes a withdrawal without having played at all, that is considered a chargeback. We have less than 1% chargebacks because of our tough fraud team. We have a pretty secure method by which a player joins us and deposits, in fact, 99% of all transactions are followed up with a telephone call to verify the (initial) deposit. This keeps the chargeback aspect super low. When it happens on occasions we will deduct the earnings that were based on the deposit which was charged back. Sorry guys!

Beyond the earnings program, what differentiates GA Partners from other affiliate programs?
Quite obviously GA Partners has me and I believe only one other program out there offers the same earning model. Now what else... I'm trying to break out of the mould of all the standard answers here. Can I pass on this question?

What’s your next big purchase (personal)?
I buy stuff from eBay, and I am somewhat addicted. I just bought a Harmony 1000 LCD remote for my TV, HDPVR, entertainment center but by far the next biggest purchase will by my woman's engagement ring.

What was your favorite subject in school? And why was it your favorite subject?
Chemistry, perhaps...actually, Geology was pretty cool. I was taught Geology by a hardcore Christian guy, a really nice guy but when I questioned him about Adam & Eve and how man evolved he wasn't too happy with me. I'll stick with Chemistry - burning Magnesium strips did it for me but it was nearly over when I created Chlorine one day and we had to evacuate the lab. Oops, sorry Dr. C.

How do you help affiliates position themselves to maximize profitability?
I know which affiliate programs work for affiliates. I try to push our brand onto their premium spots on their websites/properties. The results are always good and it's the best form of encouragement for affiliates to see that they will always win with our program. Content is a great tool to drive traffic to a website so that's something I try to help out with.

What are the three critical challenges currently facing affiliate programs right now? And what is GA Partners doing to address each issue?
Interesting question, but there are definitely more than just THREE challenges. Trust is a big problem. Trust in a brand and its integrity - that's why I'm here and on CAP and Affiliate Guard Dog, and why we're getting our RNG and software verified by an industry-recognised authority. Once you have the trust of the affiliate community then the other challenges seem small. Paying affiliates and players and making sure that we are one step ahead when it comes to payment processing for deposits (for players) and withdrawals (payments for players and affiliates) is critical. Now a third challenge I'd have to say is staying online 24/7 and being available to our clients. That's something I'd like to be able to do.

What are your three keys to success for an affiliate?
Honesty and customer service are key. This needs no explanation but an experienced person to advise affiliates and help them make money. I want to make our company a lot of money, I want affiliates to get rich, and that’s my job. I get incredible joy out of helping a person make money. It is Economics 101 and we share in the success. Happy affiliate = happy business.

What songs are currently on your iPod (or mp3 player)?
Do you want the honest answer or the "safe" answer? Hrmmm, ok, one sec, I have a mini and a video iPod, let me check... Whoa, weird stuff on here:

Arctic Monkeys, Bad Brains, Beastie Boys, Bloc Party, The Clash, Cro-Mags, David Bowie, Down and Outs, The English Beat, F-Minus, Gangstarr, Joy Division, Misfits, The Nerve Agents, The Prodigy, Tiger Army, A Tribe Called Quest and 2Pac. I just did an export from iTunes of everything then processed it in Excel. I still go skateboarding and snowboarding when it's winter and listen to bad music!

If you could sit down at bar with any 5 people throughout history, who they be and why? What would you be drinking and which bar would it be?
Ah, another personality defining question, my favourite...

Let me see, the venue would be somewhere relatively cheap just in case I get stuck with the check. Albert Einstein is a favourite of mine. Plain and simply he was a genius, but then I'd need a second person to interpret – so scrap him.
  • Bruce Lee, definitely. I started martial arts at a young age because of his movies. He would be a cheap drinking partner too, I imagine.
  • 2Pac Shakur and Notorious BIG when they were friends, assuming I would be accepted as cool enough to hang with them. Alas, that would not happen...
  • The inventor of Nintendo and Super Mario Bros – I can chastise him for ruining my life and making it so awesome at the same time.
  • The inventor of the skateboard – you definitely helped me ruin my life, enjoy my life so much and accelerate arthritis in my body.
  • The 5th would definitely be me grandfather. I apologise for blaming Phillip for burning that hedge and I know you knew it was me. He made the best meatballs, he was very quiet, but an amazing man nonetheless.
Please describe your ideal day off.
Drinking a few beers and skateboarding with all my friends was ideal when I was younger. Nowadays I lock into a game of World Of Warcraft, go skate, hang out with my girlfriend or snowboard in the winter. These are all very fine ways to help enjoy a day off.

How did you get started in this business and what are some of the positions you’ve held prior to GA Partners?
Littlewoods Gaming in 2003 was the professional entry point as a developer, although I was involved since 1999 in affiliate marketing. I got that job when they realized I was super awesome and had a great concept of web development, gaming and affiliate marketing. I have been an affiliate director briefly, an affiliate manager, affiliate marketing consultant, senior developer - a strong background in development. Before that, I was a chemist.

While you’re an industry veteran, GA Partners is a relatively new player. How did GA Partners get its start, and what drew you to the new program?
A friend and former colleague of mine introduced me to the powers that be behind our company. It literally took a week to work out the details but I was convinced it was a good move away from sports betting, and the opportunity to progress and diversify into new challenges with a start-up was definitely a mouth watering challenge for me. I was quite astounded by the professionalism of the people behind the company and the personal touch they applied to welcoming me on board. All in all, one of the most professional and courteous staff I've worked with to date.

What’s the first concert you attended in person?
Damn, this is embarrassing. It was some boy band probably that I took my sister to, surely that's embarrassing enough without having to name it? Skipping onwards a few years I remember going to see Slayer when I was pretty young, around 14 years young.

What’s the key to building successful relationships between affiliates and affiliate programs?
I think the "What are your three keys to success for an affiliate?" question above is the same for affiliates and the affiliate manager relationship. I don't mind building a real and personal relationship with every affiliate. For some people it's strictly business, but I like the personal touch.